JSA Advocates & Solicitors, one of India's prominent law firms, has unveiled a new brand identity as it celebrates its 35th anniversary. The rebranding comes as the firm reports annual revenue exceeding $100 million and says it has almost doubled its lawyer headcount over the past three years.
The new identity retains the JSA name in bold, capitalised lettering, anchored by an infinity symbol. The firm explains that the two loops of the infinity, meeting at a single point of equilibrium, carry forward the spirit of the firm's original rising-sun symbol, representing heritage flowing into the future in one unbroken line. The colour palette of deep burgundy, gold, and ivory was chosen specifically: burgundy conveys conviction and authority, gold — rendered in the infinity itself — symbolises value and excellence, and ivory holds the identity to clarity and integrity.
The rebrand coincides with significant growth for the firm. Founding partners Jyoti Sagar and Berjis Desai, who established the institution, have previously transferred their entire books of business to younger partners. Current joint managing partners Amar Gupta and Vivek Chandy, now in their third term, plan to retire in five to six years, continuing the succession model established by the founders.
JSA has also expanded its physical footprint with the opening of a new office in GIFT City. The firm's leadership discussed topics including equity-weighted elections, lateral hiring, and the role of AI during interviews with Bar & Bench. As JSA moves into its next chapter, the rebrand serves as a visual marker of a firm that has grown substantially while maintaining a focus on institutional continuity and enduring client relationships.
